MakerPlace by Michaels
Michaels, the nation’s largest retailer of craft supplies, was launching an online marketplace for handmade goods. But how could they distinguish themselves from the Etsys of the world?
We focused on what makes MakerPlace unique: respect for both buyers and sellers. Buyers don’t have to look through dozens of knockoffs, and sellers are paid fairly.
My team created a musical campaign called “Respect the Handmade” featuring the iconic song “RESPECT” sung by animated handmade items.
We followed up our launch video with “interviews” of our crafty characters.
Our “crafty characters” became the voices of the brand, distinguishing it from sites that claim to be handmade, but really aren’t. (Cough cough… Etsy).
